Introducing the ''AATA'' Series: Sequel to PACK Series

Having successfully concluded the pioneer series; ''PACK'' , we are pleased to introduce the continuum of the series, a Phase 2 of the ''Essentials of Customer Service''. This series is called the ''AATA'' series. It is an acronym for; Ability to use positive language, Acting skills, Time management skills, Ability to ''read'' customers. Today, we start with the first ''A''.

 


Ability to use positive language. Language is a very important part of persuasion, and people (especially customers) create perceptions about you and your company based off of the language that you use. This skill basically stresses that the mannerism in which a customers complaint or challenge is tackled is largely dependent on the choice of words, tone of voice and body language used by a sales person in resolving their issues. Customers are very sensitive when laying a complaint or experiencing some difficulty in the course of using 'your' product or service. Sometimes, when they make these complaints, they are aware that an instant resolution is far fetched, however they seek some understanding and empathy from the product/services provider. As such, the ability to use positive language is the only skill at the moment that will determine if that customer leaves a business sated or disgruntled.

Here's an example: Let's say a customer contacts you with an interest in a particular product, but that product happens to be back ordered until next month.
Small changes that utilize "positive language" can greatly affect how the customer hears your response...

• Without positive language: "I can't get you that product until next month; it is back-ordered and unavailable at this time."
• With positive language: "That product will be available next month. I can place the order for you right now and make sure that it is sent to you as soon as it reaches our warehouse."

What is the distinctive feature in the responses above? Afterall, both responses are in the negative, and have not necessarily solved the customers immediate request.
The first example isn't negative by any means, but the tone that it conveys feels abrupt and impersonal, and can be taken the wrong way by customers.
Conversely, the second example is stating the same thing (the item is unavailable), but instead focuses on when/how the customer will get to their resolution rather than focusing on the negative.

If optimum customer service is to be achieved in an organisation, then every sales person of the organisation MUST master the ''Ability to use positive language'' in communicating. If information and communication is not managed properly, the entire process of customer service can be altered!